PENGARUH LINGKUNGAN FISIK (SERVICESCAPE) DAN KESENANGAN KONSUMEN DALAM BERBELANJA (HEDONIC SHOPPING VALUE) TERHADAP IMPULSE BUYING (Study Kasus pada K-Store Cilegon)

Mustafid, Hidayatull (2016) PENGARUH LINGKUNGAN FISIK (SERVICESCAPE) DAN KESENANGAN KONSUMEN DALAM BERBELANJA (HEDONIC SHOPPING VALUE) TERHADAP IMPULSE BUYING (Study Kasus pada K-Store Cilegon). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

The purpose of the study to determine the effect Servicescape against impulse buying. Effect of Hedonic Shopping Value on impulse buying. Influence Servicescape and Hedonic Shopping Value on impulse buying. In this study, the method used to analyze using descriptive methods. Data collection techniques using a questionnaire with Likert scale. Determination of the sample using a population of 100 respondents who use methods Probability Sampling- Simple Random Sampling. From the results of calculations using SPSS v.20 program based on the conclusion, (1) Servicescape against impulse buying derived from hypothesis testing results t�hitung < ttabel (5.968> 1.661) so Ha is received and Ho rejected. (2) Hedonic Shopping Value on impulse buying derived from hypothesis testing results t�hitung < ttabel (3.185> 1.661), the Ha Ho accepted and rejected. (3) Servicescape and Hedonic Shopping Value on impulse buying hypothesis testing results obtained from Fhitung> Ftabel (197.827> 3.09), the Ha Ho accepted and rejected, in modern retail K-Store Cilegon-Banten. Keywords: Servicescape, Hedonic Shopping Value, and Impulse Buying

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Thesis (S1)

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